GIPHY is growing up. The search engine for GIFs is partnering with Oracle Data Cloud’s Moat to measure viewability, ad delivery and invalid traffic for short-form branded content on its platform. The metrics will be baked into the price of media and available for all campaigns and sponsored GIFs starting in Q4 when GIPHY and […]
Hulu is trying to change how the industry thinks about the TV ad experience. Over the past few years, Hulu has built interactive ad formats to fit consumer viewing behaviors. Earlier this year, for instance, Hulu introduced pause ads, which are served as overlays when a viewer pauses a show. Hulu has also maintained its […]
Nathan Poekert has reason to be cynical about the influencer industry. As global director of communications and marketing at BMW Group he’s seen influencers Photoshop their metrics or completely whiff on their contractual obligations. He’s stumbled across engagement pod communities where influencers pool support for each other in a quid pro quo effort to game […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Vijoy Gopalakrishnan, senior vice president and principal at the IRI Media Center of Excellence. Fifteen years ago, ad tech was a manual affair. Piecing together ad serving was such a […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Eric Schmitt, senior director analyst at Gartner. Advertising today is filled with uncertainty. Some of the greatest unknowns revolve around consumers’ rapid adoption of streaming video, enabled by Netflix, YouTube, Hulu and Amazon. This […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. I Spy A study from Princeton University and the University of Chicago revealed the extent of ad tracking on OTT platforms like Roku and Amazon Fire TV, as well as the lack of controls to manage trackers. According to the study, 89% of channels […]
Google’s advertising chief Prabhakar Raghavan is reorganizing Google’s ads business – and adding new heads of measurement and privacy, according to multiple AdExchanger sources. As part of the reorg, he’s re-visualizing the company as four “concentric circles.” The innermost circle is Google’s owned-and-operated properties, including search and YouTube. The next circle outside of that is […]
Facebook said Friday that it’s suspending “tens of thousands” of apps from its platform for data usage violations. The suspended apps are associated with around 400 developers. The purge is part of Facebook’s continuing investigation into how third-party app developers use Facebook data, sparked by the Cambridge Analytica scandal in March 2018. So far, the […]
Direct-to-consumer (DTC) marketing budgets are starting to include larger-scale media, which is having a massive impact on national TV ad spend, according to Magna’s fall 2019 ad spend forecast, released Thursday. Marketing spend in the DTC category increased 30% YoY in Q2 2019. And DTCs spent 50% more on national TV in particular. “These new […]
Bad actors are exploiting VPAID to serve malicious auto redirects hidden within video ads. VPAID, which stands for Video Player Ad-Serving Interface, is the old and hoary industry standard for interactive in-stream video ads. First introduced way back in 2012 by the IAB Tech Lab, VPAID created as many problems as it aimed to solve. […]
FanDuel isn’t waiting for US states to move the ball forward on sports betting regulations. Last year, the company launched a fantasy sports property, The Duel, that reaches search audiences, despite the search platforms’ anti-gaming policies, and has become a powerful data source. FanDuel has been developing The Duel with Minute Media, a hybrid sports […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Is This Innovid-ive? Video ad company Innovid bought Argentinean display company Herolens for $30 million, after raising $30 million in January. “Display is a bad business,” Innovid CEO Zvika Netter told The Wall Street Journal. Huh? Well, Innovid needs a display ad business to […]
“The power of live television is still very real for marketers,” says Kevin Krim, CEO of TV data science startup EDO. And who would disagree? Advertising is an afterthought in the rapidly expanding SVOD arena, where consumers pay $5 or $9 or $15 a month to binge on shows with nary an ad break. As […]
Like it or not, the California Consumer Protection Act (CCPA) is an inevitability as of Jan. 1, 2020. We’ve tried to be as comprehensive as possible covering the law and its potential impact. Earlier this year, new bills were introduced in an effort to influence that impact. Some bills – tweaking some of the language […]
While you chill on the sofa trying to figure out what to watch next, there’s a war raging for your attention, and Facebook is the most recent combatant. On Wednesday, Facebook launched the latest additions to its suite of Portal hardware products, including a streaming stick for TV sets complete with video chatting functionality, augmented […]
Advertising in the news feed is set to get more interactive with the introduction of three new ad products: poll ads, playables and augmented reality ads. “This is advertising that users can play with, and I use the term ‘play,’ because it should be fun,” said Mark D’Arcy, VP of global business marketing and chief […]
Microsoft is enabling two types of audience targeting to improve search ad performance, which it built to bring its ad offering to parity with Google Ads. Brands can target search ads based on products the person has viewed; and they can target Microsoft audiences similar to their own customers. Both products are still in open […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Hugo Loriot, managing director at 55. A couple of months ago a friend of mine, who works for a large brand, asked me whether to add Google’s clean room, the […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ken Archer, vice president of product at Survata. As a marketer, it’s often difficult to know how to respond to 5G hype and provide guidance internally so you’re not caught flat-footed. So many 5G predictions […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Satellite Down Little over a week after activist investor Elliott Associates criticized AT&T’s operations, including its $67 billion DirecTV acquisition in 2014, the satellite unit might be on the chopping block. AT&T is considering “parting ways” with DirecTV, according to The Wall Street Journal. […]
Xandr’s Relevance Conference in Santa Barbara might be a celebration of data-driven TV’s potential, but legacy business models and competitive interests are preventing advertisers and TV networks from reaching it. Advertisers want to efficiently reach audiences on digital and OTT channels, but the scale just isn’t there without a cross-network measurement or buying platform. “Uniformity, […]
Zeta Global continued its annexation of the demand-side platform (DSP) category on Wednesday, closing a deal with IgnitionOne to take over as its default DSP. The deal also includes the transfer of some employees and accounts, primarily attached to small and mid-size brands. Terms were not disclosed. “It’s an expensive proposition to run a DSP […]
The Washington Post became the latest publisher to develop a self-serve platform to compete with Facebook when it released Zeus Prime on Tuesday. Zeus Prime adds a self-serve buyer interface to Zeus, The Washington Post’s revenue platform. The software-as-a-service platform emphasizes fast ad load times and high viewability. Most recently, it added the cookie-less contextual […]
YouTube is doing its damndest to appeal to TV advertisers. On Tuesday, YouTube made its masthead ad format available within the YouTube TV app through an open beta. Ford was an early beta tester. The unit will be generally available on TV screens sometime in Q4. The masthead format already exists for YouTube on the […]
After Freestar landed atop Inc.’s 2019 list of “Most Successful Companies in America,” co-founder Chris Stark pointed to header bidding as the reason the 45-person company’s growth exploded 36,680% over three years. Freestar solves for the complexity programmatic and header bidding created for publishers. In recent years, publishers managed bids through AdSense, then waterfalls, then […]
When Japan-based SmartNews raised its most recent funding round – $28 million in August – the company’s valuation hit $1.1 billion. It’s an eye-popping appraisal for a news discovery app. There aren’t many ad-supported unicorns galloping around the digital news biz these days. SmartNews has raised just over $116 million since 2013. The app, founded in Tokyo […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Programmatic Everything Tapad co-founders Are Traasdahl and Dag Liodden are the latest ad tech entrepreneurs to bring programmatic principles to adjacent industries. The two have raised $14 million for their new startup Crisp, which will use big data to reduce food waste, VentureBeat reports. […]
Big tech can’t swing a cat these days without hitting an antitrust investigation. Google, Facebook, Amazon and Apple are all facing varying degrees of heat from the Department of Justice, the Federal Trade Commission, state attorneys general across the nation, the House Judiciary Committee and competition authorities around the world. It’s hard to keep track […]
Oracle wants to help marketers bridge the gap between the known and unknown. The company integrated the BlueKai data management platform (DMP) and ID graph with its customer data platform (CDP), it said Tuesday at the Oracle OpenWorld conference in San Francisco. The move is meant to help marketers tie device-level data about unknown prospects […]
